Member-only story
Do you ever wonder how Coca-Cola and Pepsi, despite having similar products(flavoured carbonated water), have distinctly different image in the eyes of the world ?
Nike & Adidas make shoes(running, athletic, sneakers etc).
They have a target audience which overlaps almost a hundred percent.
Although, Nike and Adidas are perceived very differently as brands.
DHL & FedEx, it doesn’t get better than this. Two carriers, rationally same service, competitive pricing and cutthroat competition. Despite everything, both stand tall differently in the eyes of the world.
Samsung & Apple, BMW & Audi, McDonalds & Burger king all are competing in the same space, with very similar products but they are perceived very differently, enabling them to stand out and sell.
The intent of purchase of consumers might be to buy the best product suitable for their needs, but the emotional intent and drive is very different while buying from the respective brands.
The battle between brands is not confined to quality of product, consumer service or any tangible characteristics anymore.
It has evolved to…
